The Power of Optimal Pricing:

"A price-optimization program....plugs reams of data from checkout scanners, seasonal sales figures, and so on into probability algorithms to come up with an individual demand curve for each product in each store. From that, retailers can identify which products are most price-sensitive. Then they can adjust prices up or down according to each store's priorities -- profit, revenue, or market share -- to achieve a theoretically maximum profit margin for their goals." Neat.